SCA pioneers new study into broadcast audio attention

SCA is pioneering a new way to measure broadcast audio attention in partnership with Amplified Intelligence and the support of Commercial Radio Australia.

The SCA insights division, SCAiQ worked with Amplified Intelligence, and Professor Nelson-Field to conduct a feasibility study into broadcast audio attention. 

For the study, Professor Nelson-Field devised a new methodology to re-engineer existing visual media techniques that measure the impact of sound.

Among the initial findings, the study revealed that broadcast audio commands high attention, on par with other broadcast mediums, while SCA’s suite of audio performed better than some visual attention counterparts in the digital media space. 

SCA is the first audio company internationally to pioneer the measurement of broadcast audio attention to understand how live radio influences brand choice to exposed listeners.

Commercial Radio Australia (CRA) and its members have committed to continue this testing to develop audio attention metrics for broadcast audio and podcasting.

“The attention economy is the new oil for marketers and this world-first test of audio attention has the real ability to change the way they look at audio. More Australians are listening to more audio across more devices and their ‘audio diet’ continues to grow, with 16.8 million people tuning into audio every week*. SCA has a compelling and trusted suite of premium Australian voices that connect and create high attention opportunities for advertisers. An audio attention metric is the missing piece of the puzzle to prove that relationship,” SCA CEO, Grant Blackley, said.

“As an industry leader and innovator, SCA is committed to finding the most robust audio insights for advertisers. As the first audio network to test attention, SCA is pioneering broadcast audio attention and we also look forward to working with the audio industry and CRA in furthering this important work.”

Professor Nelson-Field said, “Audio formats hold an important place in a visually tired society, they have the potential to drive solid attention from their listeners. Our initial feasibility study with SCA established a rigorous methodology for measuring attention for audio, and we are excited to continue our work with them to extract true value from attention insights for their advertisers.”

SCAiQ Head of Sales Insights & Campaign Strategy, Abi Wallis, said: “To date, the buzz around attention has focused on visual mediums, yet broadcast audio gets brands noticed and thought of in buying situations. Audio needed to be a part of this important conversation. Preliminary findings from SCAiQ’s study with Amplified Intelligence validates environments we know to be powerful, signalling that broadcast audio attracts focused attention. We’re excited that the CRA and our industry partners recognise the importance of getting audio attention into play and will continue this testing as a group.”